6-RFP Document Global Thought Leadership.pdf

University of Texas at Dallas

Scope of Work for

Marketing Services to Advance Global Thought Leadership

RFP# UTD20251120-TB

Issued on December 5, 2025

Submittal Deadline: December 19, 2025, 2:00 PM CST

Prepared by:

Tonya Bester, Senior Buyer The University of Texas at Dallas

Office of Budget & Finance – Procurement Management

About University of Texas at Dallas (“UTD”)

The University of Texas at Dallas is a Carnegie R1 classification (Doctoral Universities

– very high research activity) institution, located in a suburban setting twenty miles north of downtown Dallas. The University enrolls more than 29,886 students — 73 percent undergraduate and 27 percent graduate — and offers a broad array of bachelor’s, master’s, and doctoral degree programs.

Established by Eugene McDermott, J. Erik Jonsson and Cecil Green, three founders of

Texas Instruments, UTD is driven by the entrepreneurial spirit of its founders and their commitment to academic excellence. In 1969, the public research institution joined The

University of Texas System and became The University of Texas at Dallas.

UTD is one of the fastest growing universities in the country and is among the top three public universities in Texas, as ranked by U.S. News and World Report. UTD is home to nationally ranked programs in a variety of fields, including those in science, engineering, business, and audiology. The University also has educational paths in the liberal arts and social sciences. UTD’s faculty includes members of the National Academies and more than 560 tenured and tenure-track professors. UTD’s athletic department is the second-largest Division

III program in the U.S.

UTD20251120-TB

1. Project Overview and Objectives:

For nearly 25 years, the Center for BrainHealth at the University of Texas at Dallas has shaped the national conversation—from improving Alzheimer’s diagnosis and treatment to creating the world’s most comprehensive brain health index. While many organizations focus on disease and decline, we champion proactive brain health across the lifespan. Our goal is to lead a new category that optimizes performance and well-being at every stage of life, fostering partnerships, research, and commercialization to scale globally.

We seek a partnership with a full-service global integrated marketing agency to define how the Center for BrainHealth can expand its leadership position and reinforce the importance of rigorous scientific evidence to counter increasing levels of misinformation. This will include defining a robust thought leadership strategy that elevates the profile of BrainHealth to core global audience groups and positions us as an integral voice in defining the future of brain health, including executing initiatives for the following:

• Greater profile for BrainHealth Thought Leadership/Brand (executive thought leadership, conferences, scientific forums, etc.)

• Increased share of voice for the Center for BrainHealth in media and social media platforms

Contract Term: One (1) year with two optional one-year periods

2. Goals

2.1. Gain traction in broad health/science, education, business, and philanthropic/financial media through compelling stories.

2.2. Position the Center for BrainHealth as a go-to media expert on brain health research and practices.

2.3. Determine media angle / storytelling opportunities to continue to elevate BrainHealth’s unique programs.

2.4. Elevate our executive leadership via high profile industry speaking engagements, op-eds, bylines, etc.

2.5. Expand the BrainHealth's thought leadership platform through key conferences, forums, and strategic speaking engagements.

2.6. Provide recommendations on best social media and digital practices and trends.

2.7. Coordinate with BrainHealth's digital content and social media efforts to ensure aligned messaging across earned and owned channels.

2.8. Provide guidance on identifying and executing storytelling initiatives that help to frame the expansive impact of BrainHealth’s work.

2.9. Establish the BrainHealth Index as the gold standard for brain health practices among core audience groups, including education, military, and medical associations.

3. Scope of Work

3.1. Market Analysis

3.1.1. Conduct landscape assessment of media, donor and peer organizations to inform strategic direction on funding, thought leadership and broader public relations activities.

3.2. Content Development

3.2.1. Orchestrate leadership and key partner buy-in to support and incorporate messaging in key moments to convey a unified voice among BrainHealth team members and champions.

3.2.2. Develop and place 1-2 “controlled content” pieces per quarter (i.e., op-eds, feature columns, podcast interviews) in relevant top-tier and/or trade outlets.

3.2.3. Develop 2-3 blog posts per quarter (BrainHealth or leadership bench byline) for placement on the organization’s website, LinkedIn, and/or other owned channels.

3.2.4. Share and/or repurpose content for inclusion in employee communications (including broader UT internal channels).

3.3. Media Strategy and Implementation

3.3.1. Develop media strategy, outreach plan, and materials to support newsworthy milestones, incorporating key messages and reinforcing thought leadership pillars.

3.3.2. Develop and revise media pitches relevant to key storylines and milestones.

3.3.3. Lay the groundwork to pitch and place BrainHealth leaders in key relevant outlets as well as top-tier press, including print, digital and podcast, to discuss the organization’s impact and vision for the future.

3.3.4. Monitor news cycle and engage appropriate opportunities to insert BRAINHEALTH spokespersons; provide briefing documents and interview prep as needed.

3.4. Speaking Opportunities

3.4.1. Identify and pursue 4-6 speaking/panel engagements (for events scheduled throughout 2026) for BrainHealth leaders (e.g., Dr. Sandra Chapman) that reinforce key themes and BrainHealth leadership in forums that strengthen support among key audiences (UT-D, donors, broader brain health, and business communities).

3.4.2. Liaise with organizers and coordinate on-site amplification efforts.

3.4.3. Support speech writing and/or slide preparation for 1-2 engagements.

3.5. Strategic Partnerships

3.5.1. Define and develop strategic partnerships, in key segments that elevate the brand and the science.

3.5.2. Develop the funding pitch deck for key initiatives.

3.5.3. Create the communications playbook for strategic partnerships to accelerate impact.

3.5.4. Develop BrainHealthy campus strategic content plan.

3.5.5. Support BrainHealth Week planning and key conference planning (UNGA, Davos, etc.)

3.6. Strategic Planning and Counsel

3.6.1. Provide senior counsel on communications strategy as needed.

3.6.2. Conduct weekly meetings with BrainHealth core team.

3.6.3. Coordinate workstreams, maintain activity trackers, provide call agendas, recaps, and monthly activity reports.

4. Requirements

4.1. Consistent team assigned

4.2. Respond to opportunistic opportunities in 24-48 hours.

4.3. Ability to package science and critical points of view for consumer impact.

4.4. Clear understanding of the ecosystem of brain health activities and partnerships to create proactive thought leadership plans.

4.5. Ability to create Fundraising pitch decks.

4.6. Ability to train and create national/international spokespeople.

5. Experience and Qualifications

To be considered, vendors must meet the following requirements:

5.1. Global/International reach with in-house offices (not partnered).

5.2. Independent agency

5.3. Demonstrated experience in the BrainHealth category

5.4. Proven outcomes in Health & Wellness

5.5. Knowledge of best practices in education

5.6. Demonstrated relationships between national and global media

5.7. Non- Profit and Social Impact experience

5.8. Prior experience launching thought leadership programs in new categories

6. Response Format

6.1. Proposal Annual Thought Leadership Plan and Communications plan with 4-6 speaking opportunities per month and 3-5 written or earned published POV per month

6.2. Case examples of thought leadership impact in Education, Wellness/Health, Social Impact, Non-Profit Military, and Workplace

6.3. Examples of breakthrough strategies and partnerships to build new categories

6.4. Overview of the State of BrainHealth Category with perspective about BrainHealth's key role and implications of AI

6.5. Team and fee proposal with proposed results

7. Evaluation Criteria

EVALUATION CRITERIA DESCRIPTION WEIGHT

SIGNATURE PAGE Proposer agrees to provide the services and comply with all RFP terms and requirements.

Pass/Fail

TERMS & CONDITIONS Agreement to UT Dallas’ terms and conditions

Pass/Fail

HUB SUBCONTRACTING PLAN HSP Pass/Fail

UNDERSTANDING OF

BRAINHEALTH CATEGORY &

RECOMMENDED POSITION

Clear understanding of the BrainHealth category and recommended position for Center for BrainHealth

20%

DEMONSTRATED LEADERSHIP

IN KEY SEGMENTS FOR

GROWTH

Demonstrated leadership in key segments for growth:

Education, Health/Medical, Military, Workplace, Non-Profit

20%

DEMONSTRATED RESULTS FOR

SIMILAR CLIENTS

5%

INNOVATIVE APPROACHES TO Innovative approaches 3%

TECHNOLOGY & AI to leverage technology advances and AI

ANNUAL FEES 40%

PROPOSED ADDED VALUE 2%

EXPERTISE OF THE TEAM Expertise of the in-house day-to-day team

10%

8. Prohibition on Diversity, Equity, and Inclusion

Contractor must perform all services under this Agreement in full compliance with Section 51.3525, Texas Education Code RESPONSIBILITY OF GOVERNING BOARDS

REGARDING DIVERSITY, EQUITY, AND INCLUSION INITIATIVES.

9. Proposal Length and Format Requirements

To ensure consistency and fairness in the evaluation process, all proposals must adhere to the following formatting and length guidelines:

• Maximum Page Limit: The main body of the proposal must not exceed (30) pages, excluding the cover page, table of contents, and appendices.

• Page Size: Standard 8.5” x 11”

• Font: Minimum 10.5-point, Arial, or Times New Roman

• Margins: At least 1 inch on all sides

• Spacing: Single or 1.15 line spacing

Proposals exceeding the page limit may be disqualified or not fully reviewed.

Any discussion of the RFP with a department staff member can result in Proposer disqualification. All questions regarding the RFP should be directed through the Bonfire portal.

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